How do you sell exploration in a country where off-road doesn’t exist?
Client: Ford
Market: South Korea
Launch: 2020
Problem
Ford wanted to sell a large SUV in South Korea — a market overwhelmingly dominated by local brands. While Ford was known, it lacked cultural relevance.
In the US, Explorer stood for off-road family adventure.
But in South Korea, off-road driving barely exists, and outdoor adventure isn’t a dominant hobby.
In 2018, a new law reduced working hours nationwide.
For the first time, many Koreans suddenly had more time — and began looking for new ways to use it.
Insight
Exploration isn’t about going far.
It’s about trying something new.
Solution
We aligned Ford’s DNA of exploration with a cultural shift already happening.
A campaign celebrating people trying an outdoor hobby for the very first time — starting with surfing.
By focusing on first attempts rather than expertise, we positioned Explorer as the perfect ally for anyone wanting to try something new.
Not an extreme off-road vehicle, but a supportive companion for exploration in everyday life.
